I do this flight fairly frequently in CW / F (doing one next week) and like it just the way it is! Each to their own...

This way, it's about 11.30am local by the time I get some food, so am well ready for a more substantial bite. Also, I can tuck into a couple of glasses of wine with it to afford a nap after lunch before arriving into London...

I definitely prefer lunch on such flights rather than the terrible mixed grill that used to (still does?) appear in F on the early JFK flights.